Research: Audiences Are Entertained By Their Laptops

Edelman has released the “Value & Engagement in the Era of Social Entertainment and Second Screens” study for the sixth year, finding that audiences are increasingly turning to their laptop computers to be entertained.

Certainly, people are still gathering around their televisions. But the research found that other than the boob tube, 51 percent of participants say their laptop has become an alternative. And 40 percent are using a desktop computer for entertainment purposes.

Edelman, Matter, and StrategyOne worked on the study, which polled 2,022 respondents in the U.S. and U.K., split about evenly between the two countries. Participants were between the ages of 18 and 54 years old.

The study also found that while about half of respondents from each country (50 percent in the U.S. and 48 percent in the U.K.) would be willing to watch ads for free entertainment, there’s less compromise on privacy. And on visual and sound quality. Eighty-six percent said they value high-quality content.

Finally, 29 percent said they’re OK with brands recommending content, but 39 percent of those in the U.K. find it “invasive.”

We’ve got a piece of the accompanying infographic up top, but you can check out the full graphic here. And the SlideShare for the research findings is available below.